"Christian Schwartz's Stag started in 2005 as a small, muscular family of slab serifs intended to be used for display typography in the US edition of Esquire magazine. Subsequent years saw the magazine's need for additional variations on the same basic theme eventually turn this small family into a sprawling and somewhat eccentric collection. Stag has grown to include everything from a calm, rational sans serif to a stencil face by Berton Hasebe, a rounded sans by Ross Milne and even a couple of styles made out of dots, evoking the bright lights of the Las Vegas Strip. Such a wide range of variations inevitably leads to a wide range of tones and moods, but the entire collection shares a confident masculinity, tempered by a warm and friendly tone which has been introduced by a large x-height and the subtle rounding off of some of the hard corners."